June 29, 2007
Brand Naming: "Easy" Does It?
Steve Blow has a great article up in the Dallas Morning News about packaging that is difficult to open. Hard to open packaging is inspiring a new affliction that has been given the name "wrap rage" by consumers who are tired of struggling with package backs that do not come off and toys that seem permanently affixed to their boxes.
Things have gotten so bad that Consumer Reports has given the "Oyster Awards" to the new Oral-B electric toothbrush that was almost "demolished" upon opening and Bratz Sisters dolls that require almost eight minutes to free from their plastic casing.
I'd add that easy to open packaging joins green packaging as the new clarion call for consumers: the new name is "sustainable packaging," spearheaded by none other than Wal-Mart Canada.
If suppliers do not reduce the amount of packaging on their products, Wal-Mart says, they could get excluded. This comes on the heels of The Toronto Star's report that toymakers are missing the green revolution by filling our landfills with tons and tons of cardboard, plastic and bubble wrap.
On the other hand, product tampering and theft seem to be major worries on the part of the packaging industry.
It seems to me, however, that this affects naming because packages that are clearly labeled "easy to open" or that tout their "green" attributes should capture the eye of legions of parents and grandparents who dread Christmas day and the bags of trash-and sore fingers-that attend the hours of opening the presents once they have been unwrapped. Right now, as Steve Blow points out, "Easy Opening" does not always mean it's easy to open.
Who should be listening? Toymakers, food suppliers and hygiene product suppliers. How about making packaging that foregrounds the product and is green friendly...like the NoBottle bottle from Sidel.
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